Měření spokojenosti zákazníků se službami obchodního řetězce

Abstract

The main subjekt of my baccalaureate thesis is customers satisfaction research with the department store Kaufland. To be able to find out how are customers of retail chain satisfied with services and assortment I created the questionnaire with 17 questions. I tested the customers satisfaction with services and product lines provided by the department store Kaufland in Opava. Informants evaluated their satisfaction with the quality, prices, the range of the assortment, goods layout, the Kaufland´s location, the Kaufland´s website, the number of parking lots and Kaufland´s advertising brochures. Then informants rated rival supermarkets and department stores, the Kaufland´s staff performance and opening hours. I even asked informants about transport they used to get to the Kaufland and about their satisfaction with stores which are located next to the department store Kaufland. I found out that customers would welcome customers benefit program and I testified that the Kaufland´s advertising borchures have a big influence on customers shopping. I passed all research results together with my propsal for the customers satisfaction improvement to the board management.